0
Level Up Your Content
Marketing
Jason Miller
Senior Manager Content Marketing
Marketing Solutions, LinkedIn
@JasonMillerCA
#inTC13Dan Buczaczer
EVP, Creat...
The stream has
changed how great
stories are told.
Status Updates
and Tweets
Blockbuster
Content
Continuous Content
Living breathing
communication
specifically designed
for the stream
Story
Four ingredients for serial storytelling
Log Line Story Bible
Story Arc Multiple Storylines
Social
Strategy
Set Objectives
Develop Story
Build Plan
Execute
How we approach it
A Patron For Mobile Culture:
Samsung Beacon
Optimize
Mapping to the Funnel
Courtesy of Marketo.com
Form Length Matters
Courtesy of Marketo.com
Short (5) Medium (7) Long (9)
Conversion: 13.4% Conversion: 12.0% Conversion: ...
Content Fuel
Going Visual
Inspiration
Influencer Content
Empowering Advocates
Photo credit: Min-Chieh Chang
Going Visual
Visual Kicks Texts A**
328,000
Views!
How can I Measure Success?
How do you know if your content strategy is working?
Increased
referral traffic
Social
Engagement
Higher
quality leads
Level Up Your Content Marketing
Level Up Your Content Marketing
Level Up Your Content Marketing
Level Up Your Content Marketing
Level Up Your Content Marketing
Level Up Your Content Marketing
Level Up Your Content Marketing
Level Up Your Content Marketing
Level Up Your Content Marketing
Level Up Your Content Marketing
Level Up Your Content Marketing
Level Up Your Content Marketing
Level Up Your Content Marketing
Level Up Your Content Marketing
Level Up Your Content Marketing
Level Up Your Content Marketing
Level Up Your Content Marketing
Level Up Your Content Marketing
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Level Up Your Content Marketing

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Get ready to level up your content marketing with expert insights, tactics, and inspiration for a world class strategy. From planning, to creation, and finally promotion, you will leave with takeaways from real world examples that you can implement right away.

Presented at TechConnect:13 by Jason Miller, Senior Manager, Content Marketing and Social, Marketing Solutions at LinkedIn and Dan Buczaczer, EVP, Creative Partnerships at VivaKi

Published in: Education, Business, Technology
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  • What’s missing is content that goes deeper than a tweet or status update but doesn’t consume the money and resources of blockbuster content
  • Largely modeled on TV serial dramas that need to sustain interest over the long term but think in both “episodes” and “seasons”
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  • Largely modeled on TV serial dramas that need to sustain interest over the long term but think in both “episodes” and “seasons”
  • Rel authorInfluencersLittle Bird
  • Rich media content ads, interactivity and lead gen within the LinkedIn experience. Creating a much more relevant experience. The idea is not to create more content, but better target the content that you already have.
  • “For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.”
  • Super easy to do and with the right software this can go on autopilot.
  • Now we all know making content visual is hugely importantBut did you know 75 percent of the sensory neurons in our brains process visual information. As prospects and customers continue to be bombarded with information in the form of pure text such as whitepapers and blogs, it can be difficult to differentiate your content from the competition.
  • Old becoming new again. Content that others may still find valuable. Well, no one told Vegas, or the band.
  • Now we all know making content visual is hugely importantBut did you know 75 percent of the sensory neurons in our brains process visual information. As prospects and customers continue to be bombarded with information in the form of pure text such as whitepapers and blogs, it can be difficult to differentiate your content from the competition.
  • There is a famous quote from the father of advertising, David Ogilvy that says, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” I think this statement holds true today, but with the insertion of a visual element as the new headline
  • 18K views on Slideshare alone, not counting the other places. Slideshare introduced new optimized viewing for Infographics.
  • Showcasing expertise by publishing to Slideshare.
  • Embedable into landing pages, blogs, renders perfectly in Twitter.
  • Transcript of "Level Up Your Content Marketing"

    1. 1. Level Up Your Content Marketing
    2. 2. Jason Miller Senior Manager Content Marketing Marketing Solutions, LinkedIn @JasonMillerCA #inTC13Dan Buczaczer EVP, Creative Partnerships VivaKi @dancecarbuzz
    3. 3. The stream has changed how great stories are told.
    4. 4. Status Updates and Tweets Blockbuster Content
    5. 5. Continuous Content
    6. 6. Living breathing communication specifically designed for the stream
    7. 7. Story
    8. 8. Four ingredients for serial storytelling Log Line Story Bible Story Arc Multiple Storylines
    9. 9. Social
    10. 10. Strategy
    11. 11. Set Objectives Develop Story Build Plan Execute How we approach it
    12. 12. A Patron For Mobile Culture: Samsung Beacon
    13. 13. Optimize
    14. 14. Mapping to the Funnel Courtesy of Marketo.com
    15. 15. Form Length Matters Courtesy of Marketo.com Short (5) Medium (7) Long (9) Conversion: 13.4% Conversion: 12.0% Conversion: 10.0% Cost per: $31.24 Cost per: $34.94 Cost per: $41.90
    16. 16. Content Fuel
    17. 17. Going Visual Inspiration
    18. 18. Influencer Content
    19. 19. Empowering Advocates
    20. 20. Photo credit: Min-Chieh Chang Going Visual
    21. 21. Visual Kicks Texts A** 328,000 Views!
    22. 22. How can I Measure Success?
    23. 23. How do you know if your content strategy is working? Increased referral traffic Social Engagement Higher quality leads
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